After the lesson learned during last years and following the successful edition of EC-Web 2009, for its 11th edition EC-Web tried to provide a clearer description of the electronic commerce universe focusing on some relevant topics. The main focus was not only on Internet-related techniques and approaches. The aim of EC-Web 2010 was to also cover aspects related to theoretical foundations of e-commerce, business processes as well as new approaches exploiting recently emerged technologies and scenarios such as the Semantic Web, Web services, SOA architectures, mobile and ubiquitous computing, just to cite a few. Due to their central role in any realistic e-commerce infrastructure, security and privacy issues were widely considered, without excluding legal and regulatory aspects. The choice of the above relevant topics directly reflects the fact that electronic commerce (EC), in the last few years, has changed and evolved into a well-established and founded reality both from a technological point of view and from a scientific one. Nevertheless, together with its evolution, new challenges and topics have emerged as well as new questions have been raised related to many aspects of EC. Keeping in mind the experience of the last edition of EC-Web, we maintained, for its 11th edition, the structure and the scientific organization of EC-Web 2009, aiming to highlight the autonomous role of the different (sometimes heterogeneous) aspects of EC, without missing their interdisciplinary scope.

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Inhalt
Recommender Systems 1.- Resource Recommendation in Collaborative Tagging Applications.- Combining Collaborative and Content-Based Techniques for Tag Recommendation.- Category Recommendation in User Specified Structure.- Recommender Systems 2.- Semantic Tag Cloud Generation via DBpedia.- Social Networks as Data Source for Recommendation Systems.- Content-Based News Recommendation.- E-Payment, Security and Trust.- Towards a Lawfully Secure and Privacy Preserving Video Surveillance System.- Reputation as Aggregated Opinions.- The Open Metaverse Currency (OMC) A Micropayment Framework for Open 3D Virtual Worlds.- T-REX: A Hybrid Agent Trust Model Based on Witness Reputation and Personal Experience.- Service Oriented E-Commerce and Business Processes.- QoS Contract Formation and Evolution.- Process Views to Support Compliance Management in Business Processes.- Invited Talk.- Web Advertising.- Agent-Based Electronic Commerce 1.- Electronic Trading Environments for Web 3.0.- Agent-Based Electronic Commerce 2.- On the Benefits of Keyword Spreading in Sponsored Search Auctions: An Experimental Analysis.- An Optimization Method for Agent's Bidding Strategy in TAC-SCM Game.- Concession Behaviour in Automated Negotiation.- Bilateral Negotiation in a Multi-agent Supply Chain System.- Recommender Systems 3.- Receiving Recommendations and Providing Feedback: The User-Experience of a Recommender System.- Comparing Techniques for Preference Relaxation: A Decision Theory Perspective.- Detecting Leaders to Alleviate Latency in Recommender Systems.- Invited Talk.- Electronic Markets, a Look Behind the Curtains: How Can Semantic Matchmaking and Negotiation Boost E-Commerce?.- Recommender Systems 4.- Quantile Matrix Factorization for Collaborative Filtering.- Partial Ranking ofProducts for Recommendation Systems.